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The ABC of web 2.0 success
using
Websites that read your customers’ mind
Decision Acceleration Technology
We need to familiarise ourselves with some Key Concepts in relation to how humans use
web properties
Why do Humans “do things”
Need StateTarget Actions How do Humans use the web to satisfy Need State?
Google Lexicon Gulf Iconic Memory SatisficingMotivation Architecture
Key Concepts
You like potato and I like potahto, You like tomato and I like tomahto
Continue
Is a behavioural psychology term that describes the current focus of a human at any given time in response to a need they have such as hunger, desire to travel, project to complete.
Two implications for the web
Need State
LET VISITOR KNOW THAT YOU CAN MEET THEIR NEED STATE
How do you find out what the potential customer’s
need state is? ..Easy ……..It’s what they type here
DO NOT ALLOW ANYTHING TO IMPEDE SATISFACTION OF NEED STATE
By showing clear & immediate routes to completion of Target Actions you satisfy the need state and prevent cognitive downsizing(induced by cortizol) which leads to irrational decisions (such as deserting your website despite having invested considerable time on it) and keyboard mashing.
Key Concepts
A map has no intrinsic value beyond helping satisfy a need state
The completion of Target Actions (such as buying something or making a booking) leads to satisfaction of current need state, the paths to Target Actions are provided by Navigation links.
Target Actions
Target Actions
hierarchy
Need State
Message
Key Concepts
However when searching for Target Actions in Google to satisfy their need state, humans are driven by what appears to them to provide the most likely path to the solution.
Lexicon Gulf
You like potato and I like potahto, You like tomato and I like tomahtoPotato, potahto, Tomato, tomahto, Let's call the whole thing off
Key Concepts
What the human calls it in Google
What the human means
What the service provider calls it and put in their SEO
“low cost accommodation” I want a cheap break Bed & Breakfast
“emergency plumber” My pipes have burst Plumbing Services
“book keeper” I need someone to do my accounts
Accounting Services
SatisficingSteve Krug - “In reality when seeking services on the web most of the time we don’t choose the best option
—we choose the first reasonable option, a strategy known as satisficing”.
Likelihood of carrying out target action on your website to satisfy
current need state
Time invested by qualified visitor on website (seconds)
Key Concepts
Motivation Architecture
Motivation Architecture is concerned with using intimacy words to lead the visitor to emotionally identifying with the website being viewed and then using power words (NLP) and calls to action to lead the potential customer to take action.
Key Concepts
Human Decision Making
Inanimate environments such as the web means the brain uses pre-attentive Iconic Memory + Broca's Area to seek satisfaction of Need State
Attributes in a web browsing context
Iconic Memory
Key Concepts
Processing of alternatives Not Rational due to haste of Iconic memory systemPattern matching in milliseconds Page view restricted
by Visual Acuity
3 second countdown leads to 70% to 90% bounce rate on websites
Liam Liam is a busy self employed painter with a
wife and 1 child.
Eileen
Eileen owns a B&B in Cashel that has recently had significant money spent on its upgrading
Let’s meet our 2 personas
Let’s start with Eileen’s total potential market People looking to book accommodation in the Tipperary area.
Organic
+
Accommodation Providers
Statistics from Google Share of Searches
Average Bounce Rate from click throughs
Google Organics 70% 75%
Google Adwords 30% 50%
He types into Google “low cost accommodation cashel”. However Eileen has optimised her site for “Bed and breakfast”
as a result Eileen doesn’t APPEAR on the first page and has no chance of competing for his business.
Then Liam types “weekend break tipperary” and again due to the Lexicon Gulf Eileen is no where to be found in the results.
Introduce the potential customer
l’d like a cheap
weekend away down in Tipp
A – for APPEARING Low web visibility due to the lexicon gulf,
poorly configured SEO and no pay per click ads
As a result of A - Eileen gets this % of the potential market onto her website
The result for Eileen
Liam’s eye scans her home page looking for matches that his ICONIC memory associates with his search term (NEED STATE)
such as
Let’s assume Liam types in exactly what Eileen wants him to and lands on her site
“””low cost accommodation” “special offer”
B+ for Bounce Rate As a result of little attempt to match the
incoming need state of Liam, Eileen gets a B + with bounce rates of 50%+
As a result Eileen gets this % of the landing visitors to stay on her website
The result for Eileen
To complete the TARGET ACTION of booking a weekend away he clicks the “Rates” page to satisfy his “low cost” requirement. He sees passive information with no Call to Action and BOUNCES
Liam perseveres with Eileen
C- for Conversion Low conversion rate as visitor is not
sufficiently motivated by the site to undertake the Target Action.
Eileen gets this % of the landing visitors to complete the target action on her website
How does Eileen do on C
A – Low Appearance for potential customers
B +High Bounce rate as little attempt made to match need state of website visitor
C – Low Conversion rate as paths to Target Action are not prioritised in navigation and no Motivation Architecture motivating potential customer toward completion of Target Action
Off Page Factors On Page Factors On Page Factors
So to summarise for Eileen
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